“Preparing the ground” is key to growing women’s football after encouraging World Cup

Tonight’s Digital Sport London event takes place at Howard Kennedy at London Bridge.

In the wake of the World Cup, women’s football is still front of mind, but the worry is it won’t stay there for very long. While the long glow of a successful tournament will live in the memory, and although some top players became household names around the world, the all-consuming circus of the Premier League will return in a month’s time.

Tonight’s panel will discuss that problem in greater detail, asking what the sports industry can do to ensure that women’s football uses this opportunity and goes from strength to strength.

Robin Clarke, SVP, International at Endeavor, will sit on the panel of experts tonight. He said, “What’s vital in amongst the headlines and buzz that we see around Women’s football and Women’s sport in general right now is that stakeholders in those areas are preparing the ground to create long term growth.”

“The opportunity is strong but it cannot be delivered without real planning, real investment and behaviour that thinks way beyond end of a season let alone a single event.”

Earlier this week, that sentiment was echoed by Adrian Farina, Head of Marketing – Europe at Visa, who spoke of Visa’s commitment to laying that groundwork by investing in publishers who are producing content around women’s football, giving incentives to those who are covering the game and thereby increasing the amount of media coverage the game can get.

“Increasing coverage provides exposure to women’s football, so we chose to invest in publishers who have committed to writing more about the sport,” Farina said. “Only a very small percentage of football writing is centered around women’s football and how do you change that? By providing advertising dollars to support those publishers and writers who will cover it.”

There are myriad ways in which publishers, broadcasters, brands and rights holders can collaborate in order to grow women’s football.

If you’re coming to Howard Kennedy tonight, we can’t wait to see you there. If not, follow along on Twitter @DigitalSportUK, look out for our round up tomorrow morning, or subscribe to the newsletter to hear all about it tomorrow morning.

About author

Chris McMullan
Chris McMullan 836 posts

Chris is a sports journalist and editor of Digital Sport - follow him on Twitter @CJMcMullan_

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